Social Media For Fundraising (..is a bit of a boondoggle)

Social Media Fundraising “Opportunity, Buzz Word or Boondoogle?” AFP Congress 2010, December 2nd Claire Kerr Artez Interactive http://ca.linkedin.com/in/clairetoronto

LUCKY ME! I've got the “Boondoogle” section. (good thing I know a thing or two about the failure of social media to affect the real world... )

Social Media For Fundraising 1) ... Is not easy. 2) .... Is not all the same! 3) Needs better vocabulary than we've been using. Psssst...! The mainstream media doesn't know how to write about or evaluate fundraising .

Seven Types of Social Media Fundraising

http://bit.ly/artezmobile 1) 3 rd Party Group Initiatives Characteristics: Online community, group or committee organizes to fundraise on behalf of a cause or charity. Externally Driven

http://bit.ly/artezmobile 2) 3 rd Party Individual Initiatives Characteristics: Individuals are empowered through third party social networking sites to fundraise for personal causes. Externally Driven

http://bit.ly/artezmobile 3) Corporate Sponsor Challenges Characteristics: The cause marketing model meets digital CSR. “For every X we will give Y up to Z amount.” Externally Driven

http://bit.ly/artezmobile 4) Celebrity Endorsement Characteristics: Leverages the digital supporter base of a celebrity champion for a charitable cause. Externally Driven

http://bit.ly/artezmobile 5) Single Channel Project Characteristics: Organization uses social media or a particular tool (Flickr, Facebook, etc.) independent of other channels. Internally Driven

http://bit.ly/artezmobile 6) Multi-Channel Project Characteristics: Social media strategies used to support a campaign across multiple channels. Internally Driven

http://bit.ly/artezmobile 7) Integrated Offline Event Characteristics: Social media tools given to participants to support an offline event (like Run/Walk/Rides) managed by the organization. Internally Driven

Not Social Media Fundraising but fairly close
Attempting to win popularity contests: AVIVA (Can), Pepsi Refresh (Can/USA), Queen's Diamond Jubilee (UK)
Targeting influencers & stewarding major donors
Recognizing corporate sponsors
Recruiting new fundraisers & event volunteers

How does the cash come in?
Individual donations directly through your web site
Lump sum at intervals through a 3 rd party web site
Gifts through 3 rd party application (mobio/twitpay)
SMS text-to-give ( cell carriers ) deposit
Group/event fundraiser proceeds
Corporate sponsor gift match donation

Now that we have some definitions... Why didn’t I make $1 million dollars on Twitter this year?

Seven Reasons Your Charity Didn’t Raise Money On Social Media

1. Blind Replication Of Other Campaigns I SAW IT ON MASHABLE!

1. Blind Replication Of Other Campaigns
Blind replication comes from fear of failure
Was the campaign really a social media fundraiser?
Becoming social media literate is an important investment of your time:

Your inspiration ...

2. No Internal Buy-In At Your Org Yeah … I guess. It’s not my revenue line though. I heard we are on

2. No Internal Buy-In At Your Org
Silo-ed departments don’t care about your project
But ... It’s your job to make them care
Remember the value proposition...
What’s in it for me?

3. Inconsistent Calls To Action

AKA: “Forgetting to ask for money” It’s more of an AWARENESS thing anyway!

3. Inconsistent Calls To Action
No interal prioritization of programs & objectives
Getting distracted by shiny objects
Social media requires a planned editorial calendar too

Your inspiration

4. Wrong staffer at the helm You, intern … Work all the social medias! How do you spell “ foundation”?

Or worse ...

4. All the wrong staffers at the helm Marketing needs to approve this. I need to approve this! Legal needs to approve this.

3. The wrong staffers...
Don’t know your organization inside & out
Don’t consider raising money an objective
Love lazy shortcuts!
I hooked the Twitter to the Blog ! Just use one of MarCom’s statements from our media release!

Your inspirations ...

5. Confusing Tools With Strategies Needs more widgets!

5. Confusing Tools With Strategies
Social media widgets should drive not kill conversion !
A multi-channel approach is always strongest
is a tool ... Your strategy is knowing what you are going to do with it.

6. Wildly Unrealistic Expectations

6. Wildly Unrealistic Expectations
Social media is a very small but growing channel
How much time can you reasonably afford to lose? www.SocialNetworkCalculator.com
The only benchmark that really matters is YOURS.
Twitter reaches only 8% of Canadians Facebook reaches over 60%

Your inspiration Improve your own CONVERSION benchmarks...

7. Thinking You Can Go It Alone Hi, my org also loves pandas! Um.. I’m IGNORING YOU!

7. Thinking you can go it alone
How insular are your communications?
Do you know your local societies & competing orgs ? Do they know you?
Do you share & engage on issues outside your own?

Your inspiration

Remember... Okay, I’m feeling kinda bummed out now…

“ It takes 10 years or 10,000 hours to become an expert.” We’re all learning together. There are no social media experts.

www.slideshare.net/clairekerr Take this deck & make it your own! I SAW IT ON SLIDESHARE!

Social Media For Fundraising (..is a bit of a boondoggle)

by Claire Kerr on Dec 05, 2010

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Social Media For Fundraising (..is a bit of a boondoggle) — Presentation Transcript

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